Objective

Tour de Cure is a nationwide fundraising cycling event benefiting the American Diabetes Association®, supporting advocacy, research, and education for the 37.3 million Americans living with diabetes. The objective of this campaign was to design distinctive, motivational jerseys for participants of all backgrounds, including Red Riders (cyclists living with diabetes), Champions, and high-level fundraisers, celebrating their commitment to a life free from the burdens of diabetes.

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The Challenge

Each jersey needed to feel both unified and unique, part of a cohesive visual “family,” while also representing different identities, motivations, and levels of involvement. Colors needed to feel high-energy and emotionally resonant, while also preserving ADA brand integrity and ensuring ADA icon visibility from a distance during active events.

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Design Solution

Inspired by the campaign theme “It Starts with Me,” the jerseys featured an upward highway motif representing the path to a cure. Bold typography, dynamic geometric lines, and ADA’s signature red created a sense of speed, strength, and optimism. Each jersey variation maintained consistent design language while using tailored color combinations to distinguish Red Riders, Champions, and fundraising tiers, allowing individuals to proudly express their connection to the cause.​

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Outcome

The jersey designs were met with enthusiasm from stakeholders, field managers, and event participants. Riders were proud to wear apparel that not only stood out visually but also reflected their personal connection to the ADA mission. The campaign reinforced community identity and helped increase visibility at events across the country.